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ICE Business Intelligence © Cyril Grandpierre Legitimacy. 2-Yong & dynamic. 3- Language. 3 preliminary questions.
BUSINESS INTELLIGENCE 2 ICE Business Intelligence © Cyril Grandpierre 2013 Welcome in the www. The winner is... From 7 to 1.
Which organisation is he working for ? Who is this guy ? What is the meaning of intelligence? James Bond 007 MI6 Military intelligence 6 (external) or Secret Intelligence Service. Get information, understand what is happening or will happen and share it with the organisation, decide to react or proact. Protect the organisation. Understanding. Diffusion. Decision. Action. Protection. What is the meaning of his number 007 ?The right to kill. BUSINESS INTELLIGENCE 3 ICE Business Intelligence © Cyril Grandpierre 2013
A stupid spy, in real life it never works ! A crocodile : big mouth little ears. What is the name of the actor? sketch of a real good spy : A nice killer Big brain To understand his environment Big eyes to see everything Big ears to hear everything Big nose to smell the trends Little mouth not to speak, just to smile. Modest appearance Gentle and humble Always nice, never naive 4 ICE Business Intelligence © Cyril Grandpierre 2013
In France: 1959 General De Gaulle : there are 3 defences : military, civil and economic. But people heard only the first report Martre (délégué général pour larmement) : there is a problem with economic defence, nobody heard a Prime Minister Jean-Pierre Raffarin asked for an audit on the subject. Conclusion of the report (Carayon) Oh shit. We are at war since half a century and we didnt know. In the Japanese constitution written in We will look for knowledge all around the world to reinforce the foundations of the imperial power subsidized jobs emplois davenir is the main concern of the government (dixit Benoit Hamon visiting Troyes). Some dates to understand the problem. 5ICE Business Intelligence © Cyril Grandpierre 2013
What is the goal of a company? It is to survive and expand. The object of Business Intelligence is how to survive and expand in our open environment. What is a company? The legal definition of a company or enterprise (a legal entity) is simple but doesnt fit at all with the reality. Case : Mostech The value of a company is what is in the brain of certain persons working together, (and you own your brain). Idea 1: an enterprise = persons. Case : La Ciotat bankruptcy Idea 2: in a company, everybody is useful, but there are few key persons, sometimes only one. They are key by their ability to take decisions, or by their knowledge, or often both. 6 ICE Business Intelligence © Cyril Grandpierre 2013 The cemeteries are full of irreplaceable people. Alphonse Allais The cemeteries are full of enterprises which didnt know their key people. Cyril
Players. Inside and outside the enterprise. CEO Management team Other employees Union leaders Chairman of the group, shareholders. Market, customers, unions of users. Distributors, after sales service, maintenance.Partners in supplying, suppliers of consumables Competitors, partners, professional union. Suppliers, Key supplies, partners … goods or services. State, legislation, taxation, norms. City, social environment, external unions.. 7 ICE Business Intelligence © Cyril Grandpierre 2013 Who can weaken you or kill you, who can support or help you?
8 ICE Business Intelligence © Cyril Grandpierre 2013 PL Conference Bangkok 2002 Persons motivations. When your CEO says here is the policy of our group you will hear that very often it is always a lie. You must understand here is my interest, plus what I understood of the interest of my President or share holder.
9 ICE Business Intelligence © Cyril Grandpierre 2013 Persons motivations. What motivates persons? 1-Money 2-Vanity. Power, celebrity. 3-Hatred (of the boss, the owners, a union leader, a competitor, riches, employers) 4-Cowardise. Keep his job. (Called loyalty to the boss) (Loyalty is the only value of incompetents) 5-Laziness. Do not change my habits. 6-Have fun. Interest. Passion. Search of adventure. 7-Belief (religion, religion like, humanism, patriotism toward a group of persons or a country). (Religions like = revolution, communism or socialism, green, freedom, regulations and texts even stupid. Some persons are ready to die for or to kill for their belief.)
10 ICE Business Intelligence © Cyril Grandpierre 2013 Persons motivations. Officially business intelligence = external business environment. You must consider all the players who can kill or hurt the enterprise. Is a union leader (internal) more loyal to the company or to his national union (external)? Is your CEO (internal) more loyal toward the company or the share holders (external)? Case : La Ciotat the last strike. Case : The French and the Danish factory. So if you discover that your bosss policy is his money and his personal power or cowardice, while your motivation is patriotism toward your employees, what will you do?
ICE Business Intelligence © Cyril Grandpierre Players. Inside and outside the enterprise. Who can weaken you or kill you, who can support or help you? each one could kill or help your enterprise So see each one as a potential friend and enemy. To be friend with everybody : Rule 1: be gentle and humble, always nice never naïve So you must be reliable, trustworthy, honest, have friendly relationship with all of them. You must kill your competitor with kindness and honesty. Case : Guy Querry kill the company, save the persons. Case : Charon get the persons to kill the company.
ICE Business Intelligence © Cyril Grandpierre faces of Business intelligence 1-A coordinate activity of: Watch, treatment and diffusion for actions: To understand how all those persons function. Who are they, what are their motivations, what are their projects etc… to take decisions. 3-Protection: protect you and your enterprise from them. Protect your assets from robbery, spying, destruction. 2-Influence: Convince, give arguments, to push them to act in a good way for you. Spread false information to competitors.
ICE Business Intelligence © Cyril Grandpierre Intelligence and espionage Business intelligence is the use of legal actions. Industrial espionage is the same by using illegal actions (destruction, robberies). So I am not allowed to teach you espionage. If you think that business is a nice week end sport between gentlemen, then one rule = no espionage. If you think that business is a war where you can kill or be killed, then one rule = dont be caught. (Edward Snowden against RSA, Wikileak and soldier Manning against US army). In fact most of the information is available in a legal way and for free, so dont take risks. But for sure you will be victims of espionage. Case : Saint-Gobain.
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors How to get information ? Ask your competitors and Factory visits. My strategy when I arrived in this new business was to be gentle and humble, to be seen by the competitors, the suppliers, the customers as ignorant and incompetent. Case : Miele Aqua Clean Talk with the competitors salesmen. Incredible how salesmen are talkative and can give for free very important secrets. Rule 1: be gentle and humble, always nice never naïve. Rule 2: make a report for your intelligence agents. And ask them to do the same. How to get information about your competitor? Ask him ! Video Aqua Clean
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors Trades shows. Who are your intelligence agents? Every evening a meeting to discuss analyze and write all was seen and decide the targets for the day after. A very good way to push technicians and salesmen to speak together, and to teach them the spy technique. So your enterprise becomes a real intelligence agency with efficient agents. R&D managers + sales forces They do not see the same things. NEW What are they doing ?
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors Reverse engineering = Lab tests Performance comparisons + cost analysis. Take technical good ideas + commercial information. Cost comparison Performances and consumptions Test labo repasseuse
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors With customers Be their friend by giving free services which costs you nothing. And get... Commercial leaflets. Price list, installations and maintenance technical manual. Visit their facilities, see the competitor product working. Pharmagg presentation KTM HP brochure KTM HP Price KTM SP Spare Parts KTM Computer Manual KTM HP Manual
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors Your supplier of specific products could supply also your competitor. Be their friend and you can know their volumes, special requirements, and new developments. With suppliers. Purchase policy : another way to get good prices letting your supplier earn his living Study together how to lower his cost, to get the same use at a better price. How to get a better price from your supplier?cooperation better than screwing
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors Balance sheets (Internet). There your intelligence agent is the financial director who is able to analyse a balance sheet. Custom statistics (Girbau import in US). With official data. Girbau Machines US Import With student trainees. Case : a recruitment interview.
ICE Business Intelligence © Cyril Grandpierre Watch and Influence Competitors We will see later the patents data bases on internet : American bureau of patents. INPI. Google patents. No one is complete. Patents watch. Professional unions and associations. They are essential to practice lobbying. So you need your competitors to organize those professional associations. You need absolutely to speak with them, to have good relationship. Discussions with them, can give you good information, and you can give also bad information mixed with good ones. Rule 1:be gentle and humble, always nice never naïve Case : Pekoe spin extractors TypesOfLaundries
ICE Business Intelligence © Cyril Grandpierre Influence Competitors Give false strategic information among a load of true information without interest. Case : FFS Video Ironing trainVideo Ironing train HP
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Customers Rule 1: be gentle and humble, always nice never naïve. Rule 2: make a report for your intelligence agents. And ask them to do the same. Watch and influence customers, what is the other word?Marketing Do you remember the 2 rules? My own experience in a new business.
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Customers: just a few tips for technicians Visit your customers facilities, look how they process. Talk with them about their business, to learn their business, to understand their future trends. Then search the problems they do not express, they are not aware of. Here are the mines of your innovations. Have the dreams they dont have, solve the problem they are not aware of. Try to have a visionary attitude, have intuitions about your market. Who, in a company, can say I have an intuition, I cannot explain why, but we will change our strategy to go there? How long you must spend in a business to be able to have good intuitions? What about 3 years managers?
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Customers: just a few tips for technicians Some people say, give the customers what they want, but thats not my approach. Our job is to figure out what theyre going to want before they do. People dont know what they want until you show it to them. Thats why I never rely on market research. Our task is to read things that are not yet on the white page. You can fulfil a pre-existing need that your customers are not aware of. This is not creating a new need. Case: The bended nail. You can fulfil a need that doesnt exist yet. This is not creating a new need. Case: Desnoulez screw cork. Video BendedNail ZionCanyon
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Customers: just a few tips for technicians If you see at your customer an unsolved problem, half of the innovation is done.
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Customers: just a few tips for sellers The customer must always feel that he is the winner. After the signature of the contract, congratulate him for the good deal he made.
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Suppliers You could have 2 or 300 suppliers, 20 or 30 could be strategic. If you lose one of them you could be in real trouble. So you have to watch them like a competitor. You can get a lot more from your suppliers than a discount. Dont try to kill them by too law prices, they must be able to live from their business. If you really need a discount, let your RnD work with their own RnD to find cheaper solutions which fits well to you. Help them to be more efficient and share the profit. A strategic supplier = a partner Rule 1: always nice never naïve. Case: heat pipes. Video Heat Pipes Enveloppe Soleau or Confidentiality contract. Case: Nobel rocket launcher.
ICE Business Intelligence © Cyril Grandpierre Business intelligence with Partners in supplying Japanese wash conditions Case: Wash programs expert system. IMTx In the machinery laundry business, our main partners are detergents chemists.
ICE Business Intelligence © Cyril Grandpierre Business intelligence in a little company 1 – M (the boss of the intelligence service) is the CEO. 2 – James Bond the intelligence agent is every sales man, service technician, RnD technician, Purchase employee aso. 3 – James Bond reports to M and to all the others employees who could be interested. There is always a reward. 4 – At Dubix : Every third month a market meeting. Around 15 persons : sales men + service managers + Quality manager + RnD manager + Production manager + Marketing manager + Purchasing manager + Financial manager + CEO. + visit of some invited persons having special information. 3 days of intense work : 9 to 18h strict agenda conferences and discussions. 19 to 24 total mess... perhaps the most productive part. Main subjects Business intelligence and development strategy. When I arrived in the company, this meeting was dedicated to disputes between sales men and technicians. I transformed it in a constructive intelligence organisation.
ICE Business Intelligence © Cyril Grandpierre To prepare for next week. Dubixium The Problem Case study : The turning heat ironer. 1- understand the technical problem. 2-read the case. 3-Suggest a strategy. 4-Read what is marital fidelity. Dubixium400-GB turning heat ironer 1
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